BMW, in a First, Shares Its Logo and Design Chops with Other Brands

First BMW opened its first retail store, in Paris, last spring. And now, the brand is spreading itself around the world with a new licensing strategy that, for the first time, takes its marques outside the dealer channel with new products.

Now bearing the BMW imprimatur and logos are a variety of new licensed product lines that bring the automaker to a new range of lifestyle brand partners, including Maclaren baby strollers (coming in January) with four-wheel suspension and "ergonomic removable seat liner," Aspex sunglasses with 360-degree pivotable hinges, Group III travel accessories included BMW-branded luggage, and Ball Watch watches.

"This is something they've never really done before, but BMW decided that this [program] could really help build impressions and engage the customer," Jeff Lotman, CEO and founder of Los Angeles-based Global Icons, the brand-licensing agency working with BMW, told brandchannel.Continue reading...